{"id":1484,"date":"2016-05-07T12:30:54","date_gmt":"2016-05-07T17:30:54","guid":{"rendered":"https:\/\/2016.chicago.wordcamp.org\/?p=1484"},"modified":"2016-05-09T12:59:24","modified_gmt":"2016-05-09T17:59:24","slug":"recap-michelle-schulps-but-why-designing-for-strategy","status":"publish","type":"post","link":"https:\/\/chicago.wordcamp.org\/2016\/recap-michelle-schulps-but-why-designing-for-strategy\/","title":{"rendered":"Recap: Michelle Schulp&#8217;s But Why? Designing For Strategy"},"content":{"rendered":"<p><img decoding=\"async\" style=\"float: left;margin-right: 10px\" src=\"http:\/\/www.gravatar.com\/avatar\/e195ae45320d9202eaa01c9f1d31a416?s=200\" alt=\"Michelle Schulp\" \/><br \/>\n<a href=\"https:\/\/2016.chicago.wordcamp.org\/speaker\/michelle-schulp\/\">Michelle Schulp<\/a> (<a href=\"https:\/\/twitter.com\/marktimemedia\" target=\"_blank\">@marktimemedia<\/a>) gave a talk titled <a href=\"https:\/\/2016.chicago.wordcamp.org\/session\/but-why-designing-for-strategy\/\">But Why? Designing For Strategy<\/a> on Saturday, April 30 at 3:00 PM.<\/p>\n<h3>View presentation online<\/h3>\n<ul>\n<li><a href=\"https:\/\/speakerdeck.com\/marktimemedia\/but-why-designing-for-strategy\">View or download slides<\/a><\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" title=\"But Why? Designing For Strategy\" id=\"talk_frame_319548\" class=\"speakerdeck-iframe\" src=\"\/\/speakerdeck.com\/player\/44bcb42f49434b4ca3600e085e974171\" width=\"604\" height=\"453\" style=\"aspect-ratio:604\/453; border:0; padding:0; margin:0; background:transparent;\" frameborder=\"0\" allowtransparency=\"true\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3>Social Recap<\/h3>\n<p>Here are some of the highlights and tips our audience shared on Twitter:<!--more--><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Talk about a full house! <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> is always a favorite here &#8211; great hair and beautiful slides. \ud83d\ude0a <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a> <a href=\"https:\/\/t.co\/0H2BZgQDbc\">pic.twitter.com\/0H2BZgQDbc<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726501552375103488?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Speakers eye view, standing room only at <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a>, reminds me of giving the same talk in Orlando <a href=\"https:\/\/twitter.com\/hashtag\/peepsLikeDesign?src=hash&amp;ref_src=twsrc%5Etfw\">#peepsLikeDesign<\/a> <a href=\"https:\/\/t.co\/XaeDv5PHFz\">pic.twitter.com\/XaeDv5PHFz<\/a><\/p>\n<p>&mdash; Michelle Schulp Hunt (@marktimemedia) <a href=\"https:\/\/twitter.com\/marktimemedia\/status\/726501258694135808?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Why do people visit websites?  To verb! <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> It should be one core verb. (Primary win) <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a> <a href=\"https:\/\/t.co\/vCCFJDAIlx\">pic.twitter.com\/vCCFJDAIlx<\/a><\/p>\n<p>&mdash; Kari E. McLean (@MsMcLean1) <a href=\"https:\/\/twitter.com\/MsMcLean1\/status\/726502405702049793?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Your website has a single primary &#39;verb&#39; &#8211; your primary win &#8211; via <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> at <a href=\"https:\/\/twitter.com\/hashtag\/WCChi?src=hash&amp;ref_src=twsrc%5Etfw\">#WCChi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726502431366995972?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">the ideal design: The Zero Interface &#8230; not happening yet unfortunately <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/WCChi?src=hash&amp;ref_src=twsrc%5Etfw\">#WCChi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726502669435699201?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Don&#39;t connect info you don&#39;t need on your website: be kind! Don&#39;t waste their time! Don&#39;t make them distrust you! &#8211; <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726505675094941696?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Forms pretty much are annoying &#8230; but CTAs generally require them. What to do? <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/WCChi?src=hash&amp;ref_src=twsrc%5Etfw\">#WCChi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726503262229245953?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>https:\/\/twitter.com\/LuluMonark\/status\/726503693382782977<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Good Form Design is about BALANCE! <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/WCChi?src=hash&amp;ref_src=twsrc%5Etfw\">#WCChi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726503732188463104?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">How to make forms less painful? <br \/>1. Minimal Fields<br \/>2. Contextual Errors (helpful)<br \/>3. Deliberate Workflow (clear process)<a href=\"https:\/\/twitter.com\/hashtag\/WCChi?src=hash&amp;ref_src=twsrc%5Etfw\">#WCChi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726504302487982080?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Other ways to make forms less painful?<br \/>4. Clear Labeling<br \/>5. Follow Convention (make sense)<a href=\"https:\/\/twitter.com\/hashtag\/WCChi?src=hash&amp;ref_src=twsrc%5Etfw\">#WCChi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726504987346489349?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">AVOID Conflicting Calls-to-Action!!!! <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; Katrina Moody \u2615\ufe0f (@KatrinaMoody) <a href=\"https:\/\/twitter.com\/KatrinaMoody\/status\/726505398115655680?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Don&#39;t use frictionless design against your user, don&#39;t make people hunt to unsubscribe when they don&#39;t want to sign up <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726506012409225224?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">DO collect minimal info needed for website verb (buy = name, payment, way to deliver, options for purchase). Think about barriers too <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726506478853603329?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> &#8211; you&#39;re fun! &#39;what is main VERB for your website? Make is easy for your user&#39; <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a> <a href=\"https:\/\/t.co\/zezeGnm0sA\">pic.twitter.com\/zezeGnm0sA<\/a><\/p>\n<p>&mdash; Tracee Keyes (@TraceeKeyes) <a href=\"https:\/\/twitter.com\/TraceeKeyes\/status\/726508220794179585?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Now analyzing how to buy <a href=\"https:\/\/twitter.com\/MyLittlePony?ref_src=twsrc%5Etfw\">@MyLittlePony<\/a> tshirts on <a href=\"https:\/\/twitter.com\/amazon?ref_src=twsrc%5Etfw\">@amazon<\/a>, etc. for lessons in design strategies for commerce sites w\/ <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726508429850746880?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/WordCampChicago?ref_src=twsrc%5Etfw\">@WordCampChicago<\/a> Thanks for featuring us and for the feedback!<\/p>\n<p>&mdash; Cotton Bureau (@cottonbureau) <a href=\"https:\/\/twitter.com\/cottonbureau\/status\/726779636521250816?ref_src=twsrc%5Etfw\">May 1, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Let&#39;s look at donate forms w\/ <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a>: where does the $ go? Get name, address, payments. 2nd: appeal, results, gifts, period <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726511538438295552?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">More donate forms advice from <a href=\"https:\/\/twitter.com\/marktimemedia?ref_src=twsrc%5Etfw\">@marktimemedia<\/a>: donation level proportionate to gifts, start with higher suggestions to bring in more $ <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726511883189104641?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Q: what&#39;s anti-pattern? A: using good design practices against your users (making it really easy to do something you don&#39;t want to) <a href=\"https:\/\/twitter.com\/hashtag\/wcchi?src=hash&amp;ref_src=twsrc%5Etfw\">#wcchi<\/a><\/p>\n<p>&mdash; WordCamp Chicago #WCCHI (@WordCampChicago) <a href=\"https:\/\/twitter.com\/WordCampChicago\/status\/726513009733017601?ref_src=twsrc%5Etfw\">April 30, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Missed Michelle Schulp\u2019s talk \u201cBut Why? Designing For Strategy\u201d? Find slides, quotes, pictures and more in our recap!<\/p>\n","protected":false},"author":5906591,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[57641],"tags":[174,13412,819111],"class_list":["post-1484","post","type-post","status-publish","format-standard","hentry","category-recap","tag-designer","tag-track-2","tag-wp-business"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p72ZMx-nW","jetpack_likes_enabled":true,"jetpack-related-posts":[{"id":1475,"url":"https:\/\/chicago.wordcamp.org\/2016\/recap-andy-nathans-blogging-for-business\/","url_meta":{"origin":1484,"position":0},"title":"Recap: Andy Nathan&#8217;s Blogging for Business","author":"Emily Barney","date":"May 8, 2016","format":false,"excerpt":"Missed Andy Nathan\u2019s talk \u201cBlogging for Business\u201d? 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Find slides, quotes, pictures and more in our recap!","rel":"","context":"In &quot;Recap&quot;","block_context":{"text":"Recap","link":"https:\/\/chicago.wordcamp.org\/2016\/category\/recap\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/2016.chicago.wordcamp.org\/files\/2016\/02\/cropped-WCP1602-Interior-TopImage-GRAPHIC-composite.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":1412,"url":"https:\/\/chicago.wordcamp.org\/2016\/recap-jim-birchs-intro-for-command-line-beginners\/","url_meta":{"origin":1484,"position":3},"title":"Recap: Jim Birch&#8217;s Intro for Command Line Beginners","author":"Emily Barney","date":"May 8, 2016","format":false,"excerpt":"Missed Jim Birch\u2019s talk \u201cCommand Line for the Beginner\u201d? Find the slides, quotes, pictures and more in our recap!","rel":"","context":"In &quot;Recap&quot;","block_context":{"text":"Recap","link":"https:\/\/chicago.wordcamp.org\/2016\/category\/recap\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/2016.chicago.wordcamp.org\/files\/2016\/02\/cropped-WCP1602-Interior-TopImage-GRAPHIC-composite.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":1434,"url":"https:\/\/chicago.wordcamp.org\/2016\/recap-boone-gorges-on-backward-compatibility-as-a-design-principle\/","url_meta":{"origin":1484,"position":4},"title":"Recap: Boone Gorges on Backward Compatibility as a Design Principle","author":"Emily Barney","date":"May 6, 2016","format":false,"excerpt":"Missed Boone Gorges\u2019s talk \u201cBackward Compatibility as a Design Principle\u201d? 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